However to make a brand “luxury” your audience must feel the brand, take a historical journey to its roots and ultimately entice you to buy its product, as Chip Compton states ( brittonmdg , 2014) “Luxury is, well, a luxury. You like it, but you don't need it!” a luxury brand must give you this sense of awe to reinforce the idea that what you spend on is the best of the best, this is not only done verbally through the influence of the shop assistants but it is not even visually through the interior design, the logo, the color palette and even the packaging. It's the extra step the brand takes to make you feel special and unique as their customer. The brand needs to be powerful enough to make you feel something; every brand doesn't follow trends. They set trends, establish their own fashion and realize their own vision of what fashion is today. As Dr. Dan Herman (the manager, 2015) states “”the dream is not to own a crown. It means being a king” Gian Luigi Longinotti Buitoni, reinforcing the fact that a well-presented brand will trigger emotional connections with you and the product. I think this all comes down to the brand image and how the brand is represented across different media. Take lookbooks for example, the style of photography will be different from brand to brand, it will have a slight hint of modern techniques and perhaps trends, but above all the essence of the brand and its heritage. Even the print can distinguish it from non-luxury brands, the smell of the paper and the feel of each paper's attributes trigger different thoughts about what is presented to you on the page and what it means to you as an object.